The UK fragrance category continues to grow, reaching an estimated £1.7bn in 2026, but growth is slowing as consumers are becoming more selective and value-driven in their purchasing, despite usage and engagement with the category remaining high.
"Low-risk experimentation is reshaping the UK fragrance category, with sampling, layering, reapplication and omnichannel validation now the biggest growth levers."
Shiyan Zering, Senior Beauty and Personal Care Analyst
This report examines the UK market for men’s and women’s fragrance, including parfum, eau de toilettes (EDT), eau de parfums (EDP) and colognes:
Unless otherwise specified, throughout this report the term ‘fragrance’ refers to perfumes (e.g. eau de toilette, eau de parfum, parfum), eau de cologne and aftershaves.
Body sprays/mists are excluded from the market size and consumer research but are discussed elsewhere to give context to the market.
Dupe fragrances are also covered in the report. A fragrance dupe is a cheaper copy of a more expensive fragrance. The fragrances that dupe brands copy are referred to as non-dupe or original brands/products.
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